Do Internet Cookies Satisfy Companies’ Hunger of Profit Seeking? In the Context of China Retail Industry

Abstract

This academic paper delves into the consequences of internet cookie utilization on the operational proficiency of China retailers, drawing a distinct line between company-deployed and third-party cookies. It examines the varying effects of these cookie types on specialty retailers and platform operators, taking into account external factors such as the legal framework and customer demographics. The research reveals that retail enterprises actively employing third-party cookies demonstrate notably higher success rates. Specialty retailers excel in transforming diverse customer insights gleaned from third-party cookies into tangible profit. Additionally, the study explores the moderating effects of the legal interventions on the aforementioned profit-generating pathways.